The True Religion Rebranding Strategy
True Religion has always been known as a company for those with boldness: their iconic jeans have featured one-of-a-kind, striking, often intricate designs unable to be replicated by others in the industry. However, back in September of 2014, the company made that boldness an explicit part of their image by creating a new marketing campaign.
To boldly go…
The new marketing campaign centered around the slogan “Be So Bold,” and featured a very intentional shift away from the traditional marketing media of print to a strategy more dependent on film and social media and networking. The new media featured a new slow-motion film technique and slogans like “Fortune favors the bold,” and “Don’t just make an entrance, cause a scene” to encourage consumers to turn ordinary moments into extraordinary ones.
Recruiting style leaders
One of the cornerstones of the campaign was recruiting so-called “style leaders” to help promote the brand. In order to accomplish this, the company used hashtags on Facebook, Twitter, and Instagram like “BeSoBold,” encouraging these leaders to take photos, videos, and Vines of themselves showcasing their own fearlessness.
In addition, the push included a feature in the movie premier of the “The Hunger Games: Mockingjay Part I,” the penultimate movie of the series of film adaptations of the hugely popular Mockingjay series of young adult novels, as well as “Gone Girl,” another film adaptation of a popular novel.
This marketing push also coincided with a brand new fall collection, the first from Gary Harvey, True Religion’s new creative director.